Being a B2B Marketer if you are putting all your resources and wit on social media marketing, and link building then you might be ending on a losing end. As the competition is touching the height, it’s an alarming time to think something beyond social media marketing.
I have seen many people who are doing great guns with their social media marketing and also utilizing their ample resources, but still falling short of the desired leads. The question is why? So, this time I have decided to write something beyond social media and link building, and will try to give another mode to increase your leads through a term known as LEAD SCORING.
Lead scoring is a marketing method which gives every prospective customer you run into a point value, with a higher scoring customer being more likely to buy your product. You can assign point values in any way you want, but the typical way it’s done is to take the most common characteristics of your best customers and give those a higher value. For example, if your best customers visit your website more than twice a day, then that should get a higher point value than something that doesn’t have any correlation to whether they buy from you, like their age.
The end goal of lead scoring is to be able to identify likely customers and target your marketing campaign to get those people to buy into your product. However, more importantly, you won’t have to spend all that money shooting arrows in all directions because you know exactly who your target market is.
Okay, now as I have already defined the tool Lead Scoring, now we will be discussing some of the important tips so as to make Lead Scoring more effective.
1. Create multiple lead scoring models:
We all know that we have a range of varieties in terms of our audience. So how to lead those scoring models for each products and their targeted audience? The answer is, by creating multiple lead scoring models for each of the products or services you offer. Let’s say, one product might appeal to one customer while the others hold absolutely no interest to that customer. Hence, you need to create a separate scoring model for prospects, as it will help you evaluate what’s needed to make a sale. By contrast, a scoring model for customers might help you build on customer loyalty.
2. Slow and steady wins the race:
Do not rush to get all the data from your prospectus. That will show desperate and extra effort which might turn you on to the negative side. Instead, ask your prospects for a little information, then wait until they sign on again or visit your website to ask another question or two. With patience, you’ll end up with a raft of valuable details.
3. Use web tracking to nurture your leads:
Applying web analytic insights into your email marketing efforts can let you know what your prospects are seeking — whether they’re casually visiting your site or going straight to pages with specific products or services. Armed with analytics ammo, next time you can send them information that targets their specific stage within the purchasing cycle.
4. Track web activity before prospects opt-in:
Okay, this might be interesting for you but yeah it’s really worth. Why don’t you log your website visitors’ activity before they sign up for your emails, webinars or white papers! Watch what products or services they spend the most time on when they visit as an unregistered visitor. That way, when they finally pull the trigger and sign up for an eNewsletter or to be kept informed of your latest news and offerings, you’re ready with a score and a product to push.
5. Scan your process:
Once you have made your deal now it’s time for the reanalyzing your process so that you can get the complete idea about how you have broke the deal. In other words, find out what worked so you can try those methods again on new prospects.
